mousesports signs partnership with Rockstar Energy

German esports organization mousesports has announced its first team partnership in 2020 with Rockstar Energy. As part of this, the PepsiCo-distributed energy drink brand will see the placement of its logo on the organization’s jerseys. In addition, the two will collaborate on brand activations for fan experience and content created around mousesports’ players.

Rockstar Energy returns to esports

“We are absolutely thrilled to start the new year with such great news as of our partnership. Obviously, with mousesports we have won a strong and well-known partner in this game,” said Carl Windfuhr, Commercial Director of Beverages at PepsiCo, in a release. “We are excited to break into the esports scene and to take mousesports to the next level. Let‘s get ‘Louder. Harder. Drüber’ together!”

Rockstar Energy is well known for its partnerships in the music festival and extreme sports scenes. Similar to other leading energy drink brands, it is trying to expand into the market of gaming. This is the company’s first esports team partnership in Germany, but the brand has previously worked with the now-disbanded Team Infused.

While companies like Coca Cola are non-endemic to the esports ecosystem, the same cannot be said for an energy drink brand. From the long practice hours to the focus that a professional esports player requires, some could describe them as endemic. The biggest in the space include brands like Red Bull, Monster Energy, and Mountain Dew’s AMP Game Fuel. However, others like 5-hour Energy and Rockstar Energy are also entering the space.

mousesports partnerships for 2020

“It makes us super proud that in ROCKSTAR Energy the next big brand decided to enter the esports space together with mousesports at its side,” said Stefan Wendt, mousesports CEO. “Together we will create many special moments and experiences for our fans in 2020.”

This partnership joins existing brands like Vodafone, Razer, Noblechairs, Nitrado, and Snipes that have sponsored mousesports. The organization currently boasts teams in Counter-Strike: Global Offensive, League of Legends, and Rocket League, where it has won 33 German Championships since 2002.

Ethan Chen
Staff Writer